MontBlanc WeChat Success Story

April 21, 2017

With millions of monthly active users, WeChat is one social media network companies can’t ignore. Initially, marketers didn’t prefer running a social media campaign on WeChat due to it’s limited global reach. However, marketers have seen in the recent years that WeChat has a very highe engagement rate and now has become an effective application for brands to engage and share product information with potential and existing customers. One WeChat marketing trend has been to demonstrate and display new promotions or products in the form of interactive games and competitions to engage followers on a more personal level. That’s the space around which marketers are setting up social media campaigns.

WeChat has been adopted as the new campaign platform of choice for luxury fashion brands such as MontBlanc and Yves Saint Laurent. In 2015, MontBlanc launched the ‘Mystic Moon Phase Campaign’ in order to promote a new line of luxury watches. We’ve discussed this social media campaign in detail for you below;

MontBlanc’s ‘Mystic Moon Phase’ Social Media Campaign

MontBlanc is a German luxury goods manufacturer of writing instruments, watches, jewellery, and other prestigious products. Recognised by their ‘white snowflake’ logo, MontBlanc is a world renowned brand with 110 of craftsmen pioneering.

The Problem

With many luxury watch brands promoting a ‘moon phase’ feature, it has been increasingly difficult for MontBlanc find a unique point of differentiation and attract consumers with the same feature.

How MontBlanc Overcame the Problem

To promote the new Boheme and Heritage luxury watch collection, MontBlanc wanted to launch a social media campaign and choose WeChat as the platform due to the fact that WeChat had nearly 400 million monthly active users at the time (with the majority of users based in China) to connect with Chinese consumers’ interest in astrology and the lunar cycle. The campaign launched in November 2014, combining both moon phase complications and lunar shifts in real-time. It included a creative and stunning WeChat QR code feature of the lunar cycle. Upon scanning, consumers were asked to enter their gender and date of birth. The WeChat social media campaign then automatically generates a report on how the user’s birth moon cycle resonates with their personality, interrelationships, hobbies, and career. The application also allowed consumers to share with their circle of friends, one’s personal moon phase report.

The Result

The hashtag created for the campaign reached over 10 million exposure hits on Weibo, a Chinese microblogging platform, and obtained international acclaim.

Why it Worked

The well-rounded and multi-dimensional nature of WeChat, in conjunction with WeChat’s large Chinese customer base, led to the great success of the campaign. Since the lunar cycle is so important and prevailing amongst Chinese culture, MontBlanc tapped directly into the wants, interests, and relevance of Chinese consumers. MontBlanc provided more to Chinese consumers than simply a marketing campaign, but an enjoyable and educational digital experience.

Learn how to create your own successful WeChat campaign and contact Social Media College today!

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About the author 

Daniele Tanner

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